The number of Facebook page members doubled during the first week of the campaign. All in all the mugshot app tripled the number of members – from around 10,000 fans to the current 33,000 fans. The campaign also generated thousands of new fans for the series. The idea turned out to be both cost efficient and hugely popular.

The commercial viewer percentages of TV channel Jim as well as the series’ viewer ratings grew significantly from the previous year. The average number of viewers per programme grew to 262,000. This is an excellent result for any Finnish TV channel.

The existing The Police Facebook page was considerable to begin with and part of our brief in marketing the fourth season was to make the page even bigger. By engaging the program’s Facebook community with a fun application, we got the fans to promote the program and the new season. This was the core of our creative and strategic solution.

The Finnish TV channel Jim’s most popular series The Police continued with the fourth season’s new episodes in January 2012. A small media budget had to be used in a smart and cost efficient way. In order to promote the program we decided to take advantage of the program’s popular Facebook page. We created an application, which fans could use to make a mugshot of themselves and share it with their friends. The Facebook app was created to attract more people to The Police’s Facebook page and to promote the new season to the series’ old friends.